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Writing Newsletters – Tricks of the Trade By Glenn Murray *

Company newsletters can be an amazingly successful marketing
technique. Whether you want to up-sell or cross-sell,
establish your brand or establish your authority, or simply
reach a wider market, a newsletter can do the job for you.
You just have to make sure you write it right.

Television, radio, and print advertising are often too
expensive for many businesses to justify – especially small
businesses. Fortunately, there is an alternative. Today’s
internet and email technologies make company newsletters a
very inexpensive, yet surprisingly effective, form of
advertising. When it comes to newsletters, big companies and
small are finally competing on a level playing field.
>
So what is an email newsletter?
An emailed newsletter serves much the same purpose as a
traditional company newsletter. Think of it as a short
newspaper – but instead of relating to a town, city or
country, it relates to your business. You can include
articles on new products or services, awards, recent success
stories and case studies, promotions, specials, share price
rises, company events, research… And if it’s a quiet month,
you can simply write articles that might help your customers
out.

10 Steps to Success
Follow 10 simple rules of thumb, and you’ll soon be writing
great newsletters and reaping the rewards…
1) Keep It New! Your readers won’t waste time reading
something they already know, so make it news they can use.
2) Keep it personal: Always use your reader’s name. Make
sure when someone signs up, you get their name, then use it
in the subject line, in the greeting, and anywhere else you
can.
3) Know your reader: Find out what your reader is interested
in. Do some pro-active research, invite response, or find an
email marketing solution such as Ezemail** that tracks the
links your readers click on and keeps a history of their
activity.
4) Let them know you: Let your personality shine through.
Readers are far more likely to become loyal if they feel
they know you. Always include a bit of you in the
newsletter, whether it’s humour, personal details, personal
anecdotes, or personal views.
5) Subject is Headline: The subject line of an email
newsletter is like a front-page headline in a newspaper. You
need to draw the reader in, so make it engaging and relevant
(maybe promise a benefit) but no more than 25 characters so
your reader can see it all before opening the email.
6) Use a Title bar: Make the most of the title bar to add
visual appeal and establish brand awareness.
7) Make it ‘scannable’: Most people don’t read online – they
scan. Make sure you use easy-to-read bullet points and
sub-headings. Don’t lose your reader’s attention. Reading is
physically more difficult online, so make sure you’re
concise. Use links to other places instead of writing long
articles.
8) Use White space!: If your page is too busy, you’ll lose
your reader. Give them a chance to absorb valuable
information by dedicating about 30% of your screen real
estate to white space.
9) Easy unsubscribe: Make your unsubscribe easy to find. If
it’s obvious, they’ll feel safe and can then appreciate the
content. To many people, the ease of unsubscribing is an
indicator of the integrity of your company.
10) Forward to a friend: Include a link to encourage readers
to forward the newsletter on to their friends and
colleagues. Find an email marketing solution which allows
you to do this and sit back and watch your database grow!

** Ezemail enables you to create, manage, deliver and track
your email marketing and sales communication. Email
kathpay@ezemail.com.au or visit www.ezemail.com.au.

* Glenn Murray heads copywriting studio Divine Write. He can
be contacted on Sydney +612 4334 6222 or at
glenn@divinewrite.com. Visit www.divinewrite.com for further
details.

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